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Chapter 3 Learning and Memory

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Title: Chapter 3 Learning and Memory


1
Chapter 3 Learning and Memory
By Michael R. Solomon
Consumer Behavior Buying, Having, and Being Sixth
Edition
2
Opening Vignette Quisp
  • How was Quisp brand cereal saved from product
    extinction?
  • How can companies capitalize on products that
    have been previously retired?
  • What makes vintage products so successful in the
    marketplace?
  • Can you think of a product from your youth that
    you would buy if it became available?

3
The Learning Process
  • Learning
  • A relatively permanent change in behavior caused
    by experience
  • Incidental Learning
  • Casual, unintentional acquisition of knowledge
  • Learning is an Ongoing Process
  • Constantly being revised
  • Can be either simple association (logo
    recognition) or complex cognitive activity
    (writing an essay)

4
Learning is a Process
  • Our tastes are formed as a result of a learning
    process, sometimes with painful results.

5
Behavioral Learning Theories
  • Assume that learning takes place as the result of
    responses to external events.
  • View is represented by two major approaches to
    learning
  • 1) Classical Conditioning
  • 2) Instrumental Conditioning
  • Peoples experiences shaped by feedback they
    receive as they go through life
  • Actions result in rewards and punishments, which
    influences future responses to similar situations.

6
The Consumer as a Black Box A Behaviorist
Perspective on Learning
Figure 3.1
7
Classical Conditioning
  • Ivan Pavlovs Dogs
  • Unconditioned stimulus (UCS) Naturally capable
    of causing a response.
  • Conditioned stimulus (CS) Does not initially
    cause a response
  • Conditioned response (CR) Response generated by
    repeated paired exposures to UCS and CS.
    Eventually, through learned association and
    repetition, the CS will cause the CR.

8
Discussion Question
  • In the 1980s, the Lacoste crocodile was an
    exclusive logo symbolizing casual elegance. When
    it was repeated on baby clothes and other items,
    it lost its cache and began to be replaced by
    contenders such as the Ralph Lauren Polo Player.
  • Can you thing of other logos that have lost their
    prestige due to repetition?

9
Classical Conditioning in Advertising
  • This American Airlines ad points to classical
    conditioning as an explanation for why their
    AAdvantage Marketing Programs will work.
  • Can you identify the UCS, CS, and the CR in this
    example?

10
Classical Conditioning (cont.)
  • Stimulus generalization
  • Tendency of a stimulus similar to a CS to evoke
    similar, conditioned responses
  • Masked branding Deliberately hiding a products
    true origin
  • Stimulus discrimination
  • Occurs when a UCS does not follow a stimulus
    similar to a CS.

11
Masked Branding
12
Marketing Applications of Behavior Learning
Principles
  • Brand Equity
  • A brand has strong positive associations in a
    consumers memory and commands loyalty.
  • Applications of Repetition
  • Applications of Conditioned Product Associations
  • Semantic associations
  • Phonemes

13
Loyalty to Brands
  • Rewarding consumers with frequent flyer miles is
    an effective way to reinforce them and build
    brand loyalty.

14
Marketing Applications of Behavior Learning
Principles (cont.)
  • Applications of Stimulus Generalization
  • Family branding
  • Product line extensions
  • Licensing
  • Look-alike packaging
  • Applications of Stimulus Discrimination
  • Consumers learn to differentiate a brand from its
    competitors
  • Unique attributes of the brand

15
Beware of Knockoffs
16
Instrumental Conditioning
  • Occurs as the individual learns to perform
    behaviors that produce positive outcomes and
    avoid behaviors that yield negative outcomes
  • A.K.A. Operant Conditioning
  • Occurs one of three ways
  • Positive reinforcement
  • Negative reinforcement
  • Punishment

17
Positive Reinforcement
  • The power of positive reinforcement.

18
Instrumental Conditioning (cont.)
  • Extinction When a positive outcome is no longer
    received, the learned stimulus-response
    connection will not be maintained.
  • Reinforcement Schedules
  • Fixed-interval reinforcement
  • Variable-interval reinforcement
  • Fixed-ratio reinforcement
  • Variable-ratio reinforcement

19
Four Types of Learning Outcomes
Figure 3.2
20
Applications of Instrumental Conditioning
Principles
  • Reinforcement of Consumption
  • Thank you
  • Rebates
  • Follow-up phone calls
  • Frequency Marketing
  • Reinforces regular purchases by giving them
    rewards with values that increase along with the
    amount purchased
  • Frequent flyer miles

21
Cognitive Learning Theory
  • Is learning cognitive or not?
  • Trigger feature
  • A stimulus that cues an individual toward a
    particular pattern and activates a reaction
  • Observational learning
  • Occurs when people watch the actions of others
    and note reinforcements received for their
    behaviors
  • Learning occurs as a result of vicarious, rather
    than direct, experience.

22
Components of Observational Learning
Figure 3.3
23
Applications of Cognitive Learning Principles
  • Consumers learn vicariously by seeing others
    receive reinforcement for their behaviors.
  • Marketers can reinforce or punish consumers
    indirectly by showing what happens to desirable
    models who do or do not use their products.
  • Consumers evaluations of models are not limited
    to stimulus-response connections.
  • Attractiveness can be based on several components
    (e.g. physical attractiveness, expertise,
    similarity to the evaluator)

24
The Role of Memory in Learning
  • Memory
  • A process of acquiring and storing information
    such that it will be available when needed.
  • Stages of Memory
  • Encoding stage
  • Information entered in a recognizable way
  • Storage stage
  • Knowledge integrated into what is already there
    and warehoused
  • Retrieval stage
  • The person accesses the desired information

25
The Memory Process
Figure 3.4
26
Memory and Advertising
  • This Brazilian ad illustrates that external
    memory aids like
  • Post-Its can help us to remember many of the
    details of modern life.

27
Encoding Information for Later Retrieval
  • Types of meaning
  • Sensory meaning (e.g. color or shape)
  • Sense of familiarity (e.g. seeing a food that we
    have tasted)
  • Semantic meaning Symbolic associations (e.g.
    rich people drink champagne)
  • Personal relevance
  • Episodic memories Relate to events that are
    personally relevant
  • Flashbulb memories Especially vivid associations
  • Narrative An effective way of persuading people
    to construct a mental representation of the
    information that they are viewing

28
Memory Systems
  • Sensory Memory
  • Very temporary storage of information we receive
    from our senses
  • Short-Term Memory (STM)
  • Limited period of time limited capacity
  • Working memory (i.e., holds memory we are
    currently processing)
  • Long-Term Memory (LTM)
  • Can retain information for a long period of time
  • Elaboration rehearsal is required Process
    involves thinking about a stimulus and relating
    it to information already in memory

29
Storing Information in Memory
  • Multiple Store Models of Memory
  • Traditional perspective which assumes that STM
    LTM are separate systems.
  • Activation Models of Memory
  • Argues that different levels of processing occur
    depending on the nature of the processing task.
  • The more effort it takes to process information,
    the more likely that information will be placed
    in LTM.

30
Storing Information in Memory (cont.)
  • Associative Networks
  • Contains many bits of related information
    organized according to some set of relationships
  • Knowledge structures Complex spider webs
    filled with pieces of data
  • Hierarchical processing model Message is
    processed in a bottom-up fashion (i.e., starts at
    a basic level and is subject to increasingly
    complex processing which requires increased
    cognitive capacity)
  • Node A concept related to a category
  • An associative network is developed as links form
    between nodes.

31
An Associative Network for Perfumes
Figure 3.6
32
Storing Information in Memory (conc.)
  • Spreading Activation
  • A process which allows consumers to shift back
    and forth between levels of meaning
  • Levels of Knowledge
  • Knowledge is coded at different levels of
    abstraction and complexity.
  • Proposition (a.k.a. belief) A larger unit of
    meaning (i.e., formed by combinations of nodes)
  • Schema A cognitive framework (comprised of
    propositions) developed through experience
  • Script A type of schema consisting of a
    sequence of events expected by an individual

33
Retrieving Information for Purchase Decisions
  • Factors Influencing Retrieval
  • Physiological Factors (e.g. age)
  • Situational Factors
  • Pioneering brand First brand to enter a market.
    Is generally easier to retrieve from memory.
  • Descriptive brand names easier to recall than
    names that do no provide cues to what the product
    is.
  • Viewing environment Commercials shown first in a
    series of ads are recalled better than those
    shown last.
  • Postexperience advertising effects
  • When consumers confuse recently viewed ads with
    their own experiences.

34
Retrieving Information for Purchase Decisions
(cont.)
  • State-Dependent Retrieval
  • (a.k.a. mood congruence effect) A process by
    which consumers are better able to access info if
    their mood is the same at the time of their
    recall as when the info was learned.
  • A few marketing researchers use hypnosis to
    dredge up past memories of experiences with
    products.
  • Familiarity and Recall
  • Prior familiarity enhances recall.
  • Salience and Recall
  • Salience The prominence or level of activation
    of stimuli in memory
  • Von Restorff Effect Any technique that
    increases the novelty of a stimulus also improves
    recall.

35
Pictorial versus Verbal Cues
  • There is some evidence for the superiority of
    visual memory over verbal memory.
  • Pictorial ads may enhance recall, but do not
    necessarily improve comprehension.
  • How many of these Ad icons can you remember from
    the picture alone?

36
Factors Influencing Forgetting
  • Decay
  • Structural changes in the brain produced by
    learning simply go away.
  • Retroactive Interference
  • Consumers forget stimulus-response associations
    when new responses to the same or similar stimuli
    are learned.
  • Proactive Interference
  • As new responses are learned, a stimulus loses
    its effectiveness in retrieving the old response.
  • Part-list Cueing Effect
  • When only a portion of the items in a category
    are presented to consumers, the omitted items are
    not as easily recalled.

37
Products as Memory Markers
  • Products and ads can serve as powerful retrieval
    cues.
  • Autobiographical memories Consumer memories
    related to their own past.
  • Mnemonic qualities Aspects of a consumers
    possessions that serve as a form of external
    memory which prompts the retrieval of episodic
    memories.
  • The Marketing Power of Nostalgia
  • Spontaneous recovery The ability of a stimulus
    to evoke a response years after it is initially
    perceived.
  • Memory and Aesthetic Preferences
  • Ads and products that remind consumers of their
    past also help to determine what they like now.

38
Memories of the Past as Retrieval Cues
39
Nostalgia Appeal
  • Fossils product designs evoke memories of
    earlier classic
  • designs

40
Measuring Memory for Marketing Stimuli
  • Recognition Versus Recall
  • Two basic measures of impact.
  • Typical recognition test Subjects are shown ads
    and asked if they have seen them before.
  • Typical recall test Subjects are asked to
    independently think of what they have seen
    without being prompted first.
  • The Starch Test
  • A widely used commercial measure of advertising
    recall for magazines.

41
Discussion Question
  • Ads with celebrities like Britney Spears tend to
    have very high recall rates.
  • Name some ads with celebrities that you can
    recall easily. Why does the celebrity
    association with the ad aid your recall?

42
Problems with Memory Measures
  • Response Biases
  • A contaminated result due to the instrument or
    the respondent, rather than the object that is
    being measured.
  • Memory Lapses
  • Unintentionally forgetting information
  • Omitting Leaving facts out
  • Averaging Normalizing memories by not
    reporting extreme cases
  • Telescoping Inaccurate recall of time
  • Memory for Facts Versus Feelings
  • Recall is important but not sufficient to alter
    consumer preferences
  • More sophisticated attitude-changing strategies
    are needed.
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